Analisis faktor yang mempengaruhi perilaku konsumen dalam pembelian daging beku di outlet best meat Kabupaten Jember

Abstract

The purpose of this study was to determine consumer behavior factors in frozen meat purchasing decisions in the Best meat outlet. The method used is a survey with a purposive sampling technique. There are 4 places as data collection locations. Analysis of the data used is descriptive analysis. The results showed that social factors (X₁), cultural factors (X₂), personal factors (X₃), and psychological factors (X₄) simultaneously and significantly influenced the decision to purchase frozen meat in outlet Best meat (PT. Ciomas Adisatwa) of Jember Regency , where Fcount 18,118> Ftable 2,54 with a significance of 0,000 <0,05. Partially from the independent variables (social factors, cultural factors, personal factors, psychological factors) which have a positive and significant influence only psychological factors, where psychological factors obtain a t-value of 3,922> t table 2,004 and a Sig value of 0,000 <0,05. Psychological factors are the most dominant factors influencing the purchase decision of frozen meat in the outlet of Best meat PT. Ciomas Adisatwa, Jember Regency, where t arithmetic was 3,922> t table 2,004 and significance value (Sig.) 0,000 <0,05.